Brody will become senior vice president of premium services at the AOL Time Warner unit and report to broadband services head Lisa Hook. Brody's appointment comes a day after AOL promoted former entertainment programming head, also reporting to Hook.
Brody will be responsible for developing, launching and marketing new subscription-based services. The hope is to create new services that AOL members will pay for on top of their existing subscriptions.
AOL has earmarked premium services as a key element in overcoming its financial woes. The company is in the midst of a, which is expected to fall 35 percent to 40 percent this year. In hopes of stemming the tide, AOL executives last December outlined a , emphasizing broadband connections, launching premium services and revamping its advertising.
Since unveiling the turnaround plan, AOL has opened the doors to a few premium services, including one for voice mail and MusicNet for online music. The company in March also began charging non-AOL members for.
Fee-based subscriptions on the Web are still in the early stages, and it's too soon to determine whether online consumers will warm up to the idea. Web portal Yahoo started the trend when it highlightedin 2001. Last quarter, Yahoo said its .